Pop-Tarts is ending its BuzzBallz collaboration after concerns that the pastry-inspired cocktails could appeal to underage drinkers, just a month into their rollout.
The brands teamed up in August to release Frosted S’mores and Frosted Brown Sugar Cinnamon cocktails, turning two familiar breakfast flavors into drinks containing 15% alcohol by volume.
The cocktails came in BuzzBallz’s round containers with Pop-Tarts’ blue branding and pictures of the pastries. Each 200ml drink launched with a suggested price of $3.99.
Now, Pop-Tarts owner Mars is ending the partnership following pressure from public health groups.
Pop-Tarts x BuzzBallz is no more
According to Bloomberg, Mars has canceled all planned marketing for the limited release. The report cites a statement from the US Alcohol Policy Alliance, which met with the company last week.
More than 30 public health organizations signed a letter urging Mars to end the collaboration and rule out similar deals involving brands popular with children and teenagers.
“Using one of America’s most recognizable childhood food brands to help sell a high-alcohol product should never have happened,” USAPA CEO Mike Marshall said. “Childhood brands should not become tools for normalizing or promoting alcohol consumption.”
The group said Mars regretted the deal and that Pop-Tarts would avoid future alcohol co-branding partnerships.
Mars also confirmed the cocktails are no longer being produced, but it’s unclear whether production had ended because the drinks were always intended as a limited release.
BuzzBallz has previously attracted attention with promotions including giant cocktail-shaped pools and a $35,000 diamond engagement ring shaped like its drinks.
I’m Abhishek Sharma, an author at TigerJek.com. I enjoy exploring games, testing different strategies, and turning what I learn into clear, useful guides. My goal is to help players understand the game better and improve without the usual confusion.
